FEATURED CASE STUDY

Merging companies & integrating brands

A case study in leveraging brand legacy while laying the foundations for an inclusive, integrated MergeCo culture.

PROJECT CONTEXT

In 2024, a JSE listed company, announced its intention to merge two subsidiaries.

In partnership with our creative agent, KNOWN, we undertook to define and communicate the intended mergeco brand to stakeholders across the ecosystem.

01.

The integration challenge

When a listed company announced plans to merge two client-focused businesses into a 1,500+ strong team, leadership recognised the importance of keeping the human side of the merger front and center—especially when defining the new MergeCo brand.

With people at the heart of both businesses and human-centricity a shared core value, our challenge was to integrate the brands in a way that fostered collaboration, unity, and momentum behind the merger’s strategic goals. We approached the project with a comprehensive lens, balancing legal, cultural, reputational, financial, and operational considerations.

Crucially, we understood that the new brand would be the first tangible expression of MergeCo for stakeholders. Our priority was to create a brand that could unite both organisations under a shared purpose—helping align teams, accelerate integration, and support the success of the merger.

02.

How we solved for brand integration

  • Mapped out stakeholders and employees — including clients, employees, senior leaders, EXCO and investors

  • Conducted qualitative interviews — Interviewed 30+ stakeholders to uncover critical risks that could impact the success of the MergeCo brand.

  • Developed Insights report —with insights and strategic recommendations to guide brand integration to ensure alignment, and building buy-in for the new era of business.

  • Conducted a strategic brand audit to advise on the most optimal way to integrate the brands within their broader ecosystem.

03.

What we delivered to client

Stakeholder Insight Report & Integration Strategy

We interviewed 30+ stakeholders to uncover key risks and opportunities, delivering strategic recommendations to support a seamless, stakeholder-focused integration.

A new brand

We developed a brand that balanced legacy with practical needs, uniting stakeholders around MergeCo with a clear strategy, architecture, and supporting executional elements to go to market.

04.

Results

90%

positive brand sentiment

8.6

net promoter score post merger

R50m

in retained brand equity

121%

increase in website users